There is a growing awareness of the need to explore the social and environmental milieus that drive alcohol consumption and related cognitions. The current study examined the extent to which alcoholcongruent and incongruent drinking contexts modulate alcohol-related inhibitory control using a novel go/no-go task. One hundred and eight participants (M age = 20 years; SD = 4.87) were instructed to inhibit their responses to visual alcoholic (alcohol/no-go condition, n = 50) or nonalcoholic stimuli (alcohol/go condition, n = 58) depicted in an alcohol-congruent (pub), incongruent (library), or context-free (control) condition. Participants in the alcohol/go condition exhibited higher false alarm rates (FAR) toward nonalcoholic stimuli and faster reaction times (RTs) to alcoholic stimuli depicted in the alcohol-congruent and incongruent context compared with the alcohol/no-go condition. In contrast, FAR toward alcoholic stimuli (alcohol/no-go condition) were not significantly affected by drinking context, but RT was faster when nonalcoholic stimuli were presented in alcohol-incongruent (i.e., library) compared with alcohol-congruent (i.e., pub) contexts. The discussion turns to potential explanations for these findings, suggesting that social drinkers might exhibit approach tendencies toward alcoholic images that translate into errors toward nonalcoholic stimuli, and that image complexity influences response inhibition.